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Campaign Report - European Media - Surf research - German publisher Burda has an online research facility that makes the web look like a serious tool for planners. Robert Gray asks if this is the future

The internet has often been described as an anarchic medium. On
that basis it would be fair to conclude that it has little potential as
a planning tool. But a growing number of pan-European media planners beg
to differ. They are beginning to see opportunities - beyond the
countless X-Files sites and boring corporate ’brochureware’ - in mining
the web for valuable research data. And the global nature of the web
gives it a particular appeal to those planning international
campaigns.

The internet has often been described as an anarchic medium. On

that basis it would be fair to conclude that it has little potential as

a planning tool. But a growing number of pan-European media planners beg